Speaking of the furniture industry in 2012, dealers may not be the most painful people in this cold, but they must be the ones most affected. As the "sentinel" at the forefront of struggling furniture, they not only have to face the bleak market, but also suffer from the double attack between manufacturers and stores. They are called "sandwich biscuits" and they have been struggling to find a good opportunity in the depressed market.
Although the survey only reached Jiaxing, Huzhou and Hangzhou, although we can't see the whole leopard, the data analyzed by the survey is partly the true voice of the dealer.
Whether it is the media or furniture people prefer to focus on the company and the market, but little attention to dealers. The dealers who are regarded as "customers" by the company, in addition to the annual gatherings of the furniture exhibition or the annual meeting, training, the communication between the two sides is not much. This also makes the fact that many companies think of it is not what the dealer thinks. For companies, stores, dealers have their own voice.
Say to the company: Communication is the key to open the dealer's heart
In the process of research, there is an influencing factor about the cooperation between dealers and enterprises and the hope that enterprises will give those support. Among them, the discount rate of goods was 25.53%, the replenishment and after-sales service accounted for 19.15%, the shipment was 18.09%, and the store support was 13.83%. In addition, 15.96% of the dealers said that there was no problem with the cooperation between enterprises. It can be seen that the profit on the price is the biggest benefit to the dealer.
"When choosing a brand agent, we are more concerned about whether the product is unique or not. Does the company have a specific spirit. What is the use of the product line? I am not opening a furniture fair." In the survey, a dealer Said to reporters. Of course, it is the voice of every dealer to give more discounts when getting the goods. The cost of the goods itself is reduced, and the profit margin is naturally large. More dealers said that in the winter season of such a furniture market, manufacturers have given their support and help. However, some dealers have reported that some manufacturers do not ask dealers to live and die after they have been recruited.
However, the current status of most furniture companies in China is quite different from the hopes of dealers. "Development to a certain scale of expansion is affirmative, but it must be done according to the products that it is good at, rather than blindly following the trend. If others do a good series, I must follow the trend to create a new product line." One is not willing The dealer who disclosed his name told reporters. A well-known furniture brand in South China that he once represented has experienced a sharp decline in sales last year. In his view, it is because the brand positioning is not clear and the product line is too chaotic.
There are often companies that say their own advantages when investing in business. "You sign our brand and immediately give you all-round support, not only to send furniture, send decoration, send personnel training, but also send XX brand car." Nowadays, these preferential policies have not caused great attention from dealers. They are more concerned about the pragmatic support of manufacturers.
Although there are still many misunderstandings, for all dealers, the company is still their most solid backing, especially in this severe situation this year. "In the face of such difficulties, companies still actively help our dealers solve problems. For example, a brand I represent, will often organize dealer training, etc." Like everyone else, a dealer in Jiaxing is for himself. The brand that has been represented for many years has a deep feeling. But in his opinion, these are not enough. "In fact, we hope to have more communication with the company. It is not just a phone call or a rational greeting, but more sitting and communicating."
“Sit and talk a little†is almost the biggest wish of every dealer. In such a special period, they are willing to advance and retreat with the company, but they also sincerely hope that enterprises and dealers can communicate more and communicate more, tell their own difficulties and needs directly to each other, and jointly break through the fierce market competition. .
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